Detective Sergeant Kenneth Leckey said:“At around 7am on Saturday morning, two men, one armed with a suspected firearm, entered the shop and threatened two members of staff.
“Money and cigarettes were handed over to the men in two recycling boxes and a white bag.
“The first man was wearing a grey and black jacket with a horizontal white stripe, a red and white balaclava, blue jeans, trainers and black gloves.
“The second wore a black jacket with the hood up, a baseball cap, black tracksuit bottoms and white trainers with a scarf covering his face.
“The staff members were not injured but were left shaken by the incident.”
Sergeant Leckey added: “Police also received a report of two men in a red coloured BMW 5 series acting suspiciously in the vicinity of a newsagent shop on the Holywood Road twenty minutes before the robbery took place at the Belmont Church Road.
“At this stage we are investigating a link and are keen to hear from anyone who noticed any suspicious activity at either location.
“Anyone with any information should contact CID at Musgrave on 101. Information can also be passed anonymously through the independent charity Crimestoppers on 0800 555 111.”